"Social Media is not simply an opportunity to pass information along and talk AT the customer, it’s an opportunity to engage and learn from your customers, and the marketplace." And there's the key -- just because you're using a social media platform does not mean you're engaging in social media. It's all a matter of how we use the tools at our disposal, not that we use them just because they're there.

I'd hire whoever was smarter and better to work with. Every good advertising agency I know wants to listen to the customer. Every good PR firm I know wants to carefully shape a durable, believable message. I hope it doesn't seem like a dodge of the question to say that the category of agency matters less in this social media than in the mindset of the particular players. I'd also add that the first listening that matter is even more basic: does the customer want to have a conversation with the brand? I absolutely love Apple, Subaru, Brooks Brothers, Timberland. I have no desire to talk with them. Yet there are other brands I might meaningfully converse with.

I'd hire the PR agency IF they could demonstrate that they know how to start conversations. In a recent post on my blog Proactive Report titled The Role of PR in New Media I cited this definition of PR: “Public Relations is a set of management, supervisory, and technical functions that foster an organization’s ability to strategically listen to, appreciate, and respond to those persons whose mutually beneficial relationships with the organization are necessary if it is to achieve its missions and values.” I'm all for listening, discovering needs and responding with great content that sparks conversations and interactions. I don't see it as one or the other - it's a perfect integration of listening, providing relevant content to meet their needs and then engaging in conversation with those people. And I think PR is best equipped to do that.

Thanks Cheryl- I do think that there is a tremendous missed opportunity when companies use social media as a mechanism for broadcasting information, rather than participatory conversation. Gail and Davina make some smart points though and I don't think this should be an either/ or situation. I especially like Gail's bottom line "both PR and advertising skills can help businesses get results in the social media space."

The release you mention says it's a new SM initiative, and perhaps interaction (advertising) is step one on the way to engagement. Give folks some deals, some fun stuff so that they welcome your brand in their personal spaces like FB. Then ask about what they want; listen, respond and engage. As for which agency to hire: while I think PR is better suited for SM than advertising it's the campaigns that are integrated, complementary and work together that have the best chance of hitting on all cylinders.

Two great examples, Valerie! In my view, both PR and advertising are subsets of marketing, and both have a role to play in social media programs. While social media excels at fostering one-to-one interactions, it also works when messaging to many people. The place to start is with understanding business goals and aligning the tactics. For example, tweets can drive views of a new white paper or entries to a contest. Facebook ads are pretty effective for these purposes, too. Bottom line: both PR and advertising skills can help businesses get results in the social media space.

It is frustrating because so many brands out there don't understand the importance of social media, or if they do, don't understand how to use it effectively. It seems to me that many brands just use it as another vehicle for advertising, only using bloggers or social sites to spread their message. Brands should try to understand the importance of opening the door and letting the people in to their business rather than yelling to them from an open window.

"Social Media is not simply an opportunity to pass information along and talk AT the customer, itu00e2u0080u0099s an opportunity to engage and learn from your customers, and the marketplace."

And there's the key -- just because you're using a social media platform does not mean you're engaging in social media. It's all a matter of how we use the tools at our disposal, not that we use them just because they're there.

I'd hire whoever was smarter and better to work with. Every good advertising agency I know wants to listen to the customer. Every good PR firm I know wants to carefully shape a durable, believable message. I hope it doesn't seem like a dodge of the question to say that the category of agency matters less in this social media than in the mindset of the particular players.

I'd also add that the first listening that matter is even more basic: does the customer want to have a conversation with the brand? I absolutely love Apple, Subaru, Brooks Brothers, Timberland. I have no desire to talk with them. Yet there are other brands I might meaningfully converse with.

I'd hire the PR agency IF they could demonstrate that they know how to start conversations.

In a recent post on my blog Proactive Report titled The Role of PR in New Media I cited this definition of PR:

u00e2u0080u009cPublic Relations is a set of management, supervisory, and technical functions that foster an organizationu00e2u0080u0099s ability to strategically listen to, appreciate, and respond to those persons whose mutually beneficial relationships with the organization are necessary if it is to achieve its missions and values.u00e2u0080u009d

I'm all for listening, discovering needs and responding with great content that sparks conversations and interactions.

I don't see it as one or the other - it's a perfect integration of listening, providing relevant content to meet their needs and then engaging in conversation with those people.

And I think PR is best equipped to do that.

Thanks Cheryl- I do think that there is a tremendous missed opportunity when companies use social media as a mechanism for broadcasting information, rather than participatory conversation. Gail and Davina make some smart points though and I don't think this should be an either/ or situation. I especially like Gail's bottom line "both PR and advertising skills can help businesses get results in the social media space."

The release you mention says it's a new SM initiative, and perhaps interaction (advertising) is step one on the way to engagement. Give folks some deals, some fun stuff so that they welcome your brand in their personal spaces like FB. Then ask about what they want; listen, respond and engage.

As for which agency to hire: while I think PR is better suited for SM than advertising it's the campaigns that are integrated, complementary and work together that have the best chance of hitting on all cylinders.

Two great examples, Valerie! In my view, both PR and advertising are subsets of marketing, and both have a role to play in social media programs. While social media excels at fostering one-to-one interactions, it also works when messaging to many people. The place to start is with understanding business goals and aligning the tactics. For example, tweets can drive views of a new white paper or entries to a contest. Facebook ads are pretty effective for these purposes, too. Bottom line: both PR and advertising skills can help businesses get results in the social media space.

It is frustrating because so many brands out there don't understand the importance of social media, or if they do, don't understand how to use it effectively. It seems to me that many brands just use it as another vehicle for advertising, only using bloggers or social sites to spread their message. Brands should try to understand the importance of opening the door and letting the people in to their business rather than yelling to them from an open window.